How Does The Outdoor Brand Of The Original Bird Grow 50%?

According to the world clothing shoes and hats net, local time September 25th.

The group will hold a "Canadian SME forum" in Toronto to help Canadian SMEs, young people and entrepreneurs to seize China by the Internet.

And opportunities for globalization.

Canadian Prime Minister Trudeau will attend and deliver a speech as a guest.

Many brands from Canada have enjoyed the soaring consumer spending in the Chinese market through Alibaba's Tmall platform.

Famous outdoor brand

That's one of them.

Chinese consumers are increasingly keen on outdoor sports.

According to the China Outdoor Association report, last year, Chinese spent 48 billion yuan on outdoors equipment, an increase of 47% over 2012.

The early bird foreknew that China would become an important part of the world economy, so it entered China 15 years ago.

In 2013, the original bird opened its flagship store on Tmall.

From the beginning of the shop, the sales volume of Tmall's flagship store has been growing at a rate of 50% per year, which has soared 80% last year.

Tmall flagship store

The fastest growing market

Born in Vancouver, Canada, it was a high-end outdoor brand known for its "sexy and technology integration" in 1991.

"People need to stand on the top of the mountain, where no one has ever been.

And our mission is to help them accomplish this wish.

In the brand video of the birds, they are heading for the snow covered peaks.

Today, China is the fastest growing market for the ancestors and the most important market after Canada and the United States.

"In China, there are more and more people climbing and running, and travel has become a part of China's middle class life."

Adam David Ketcheson, vice president of the market and vice president of B2C, pointed out: "they need a trustworthy brand and need to buy this brand through a trustworthy channel."

In Ketcheson's view, Tmall is clearly the trustworthy channel.

"If we do not cooperate with Tmall, we will not achieve an annual growth of 50%."

Ketcheson said.

The Tmall shop, which provides the most comprehensive brand product for Chinese consumers, sells about 500 different SKU on Tmall every year. Besides, the brand also understands its target customers through the Tmall platform, the changing needs of the Chinese middle class, and the buying habits of younger generation of Chinese consumers.

It's not just a sales platform.

Tmall is not just a sales platform for the ancestors.

"Every brand wants to combine brand stories with Tmall stores, and so do we."

Ketcheson says.

Today, brands are integrating user generated content, social networking content and video, while Tmall provides many powerful tools for brands.

For example, the original bird and Alibaba jointly designed the brand promotion activities facing the target audience.

From April to June this year, the brand name "bird man" campaign was carried out in a lively manner. The event tells stories of many professionals who can reflect the brand value of the birds.

Among them, there is the story of Chinese wildlife photography pioneer Xi Zhi - n.

In the first month of the campaign, the Tmall brand flagship store increased by 30% and sales increased by 38%.

At the same time, the brand also made good use of Tmall's latest function, Loft.

This function enables the brand to build a brand story category on the website, and consumers click in to see pictures and videos related to the brand story.

Since Tmall launched its Loft in July, more than 200 flagship stores have begun to use this new function.

The original bird believes that this new function helps them to tell stories in another way, so as to better convey the brand idea to consumers.

"For brands, it is much more meaningful to connect with consumers than simply upgrading the number of visitors in Tmall stores."

William Yang, sales director of Chinese market, said.

Online, we can count the stores in shopping malls and department stores. There are more than 240 entities in China.

William Yang said that through the e-commerce platform, the brand has a better understanding of consumers, which has a direct impact on their offline store strategy.

For example, the brand image of "low-key luxury" and the design of many stores' shopping experience all come from the data and information collected online.

In addition, as more and more Chinese travel abroad, the brand awareness of the birds established in China has also been brought abroad.

In Paris, London, Vancouver, Seoul, Tokyo and other Chinese tourist destinations, the original bird has been sold well.

"In China, people have developed the habit of shopping on Tmall, and at the same time, they combine the habit of shopping on Tmall and travel, which is a culture!" Ketcheson laughs.

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